TY  - JOUR
AB  - Purpose The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).Design/methodology/approach A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications.Findings The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy.Research limitations/implications The paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments.Originality/value The paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.
VL  - 11
IS  - 6
SN  - 1759-0833
DO  - 10.1108/JIMA-11-2018-0211
UR  - https://doi.org/10.1108/JIMA-11-2018-0211
AU  - Shah Syed Adil
AU  - Azhar Sarwar M.
AU  - Bhutto Niaz Ahmed
PY  - 2019
Y1  - 2019/01/01
TI  - Halal marketing: a marketing strategy perspective
T2  - Journal of Islamic Marketing
PB  - Emerald Publishing Limited
SP  - 1641
EP  - 1655
Y2  - 2024/04/25
ER  -